Matt Hancock, the chief operations officer for the Tulsa Y, shares why you should be utilizing your management software to the fullest.
Customer relationship management (CRM) software gathers all member interactions across multiple channels into one place. Having the data in one centralized location helps recreation centers improve member experience and retention.
While there are plenty of CRM partners to choose from, The YMCA of Greater Tulsa — with nine locations throughout the greater Tulsa area in Oklahoma — has enjoyed working with CORE which is produced by ReClique.
“We have been with CORE for around three years, and our favorite feature of the product is the ease of use,” said Matt Hancock the chief operations officer for the Tulsa Y. “It’s much more like Amazon on the user experience side. It’s very simple. Our front desk staff can catch on extremely quick and our member services staff go through a one hour, in-person training upon being hired as well as multiple other little opportunities.”
An additional feature of CORE Hancock is impressed by is the pop-up bubble where staff can easily request help. If a staff member is struggling, they don’t necessarily have to walk away from the front desk and grab a member services supervisor. The bubble allows staff the opportunity to get immediate support which Hancock said is far better than just an FAQ page or a help button.
Hancock has seen first-hand how having a well-rounded CRM has improved their daily operations.
“Frankly, it’s a one stop shop for us,” explained Hancock. “Our fundraising software is there, as well as our day-to-day operations and our programs software. It’s very succinct, very straightforward. The ease of use, again, is super for all different levels, whether that be me as the COO, all the way to our member service staff or our program staff who are looking for the ease of exporting and the ease of importing into a program side of things.”
While CORE is easing operations at the Tulsa Y, it took them awhile to find a CRM that checked all the boxes.
The Tulsa Y has utilized various CRM software over Hancock’s 15 years with the YMCA. What they have found is the need to evaluate their current CRM to ensure the facility’s current and future needs will be met, as well as to ensure their current provider is taking the appropriate steps to improve themselves and their operations as the Y’s facility and needs grow.
“I think whether it be a YMCA, JCC or another nonprofit entity that would utilize a membership management software, one of the most imperative opportunities is to know you have a way to contact your CRM partner and get your voices heard,” said Hancock. “It’s not necessarily a one-size-fits-all box. I think it’s really important you’re willing to reevaluate and state what you expect from your CRM and to hold yourself true and hold your CRM accountable for that.”
Overall, reevaluating your CRM is vital to ensure you are utilizing your management software to the fullest.
While many CRM companies are willing to change for the mass of the industry, a lot will not adapt to meet the needs of just one client. So, challenge them to grow and meet your needs.
“Ask the questions as to what you need from that CRM and how they can support you in your needs, whether that be something pandemic related or facility access related,” said Hancock. “And also look for a CRM that truly treats you like a part of their business and part of their family. I think that comes with time, somebody that’s willing to give you time, especially during the COVID-19 pandemic. We were looking for opportunities to have a better understanding of our data, and for the team at CORE to give us that time was really important for us.”